“Consumers, especially millennials, are less and less interested in sealed-off brand universes. They don’t want to buy their way into an all-DIOR fantasy land, they want to pick and choose and assemble their own.”
Curator Adam Wray in the Fashion Redef newsletter, on Off-White’s mixed-brand ad styling policy (more…)
Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…
1. TIFFANY TARGETS TEENS
Forbes published a must-read article last week about the feelgood and experiential factor of social media. (Read it HERE.) Tiffany has been tapping right into this on Snapchat, most recently with its Snapchat lens, the first by a luxury brand. For one day it let users pop its #lovenotlike filter (which includes Tiffany hearts as eyes) over their pictures in a bid to engage its younger fan base. (more…)
While the spotlight of Graduate Fashion Week tends to shine mainly on the design graduates, it’s easy to forget all the other talent waiting to be discovered. The world of fashion media has changed beyond recognition in the last 5-10 years and I was tasked along with Jessica Bumpus (former Vogue.co.uk staffer, now a freelance whizz writing for everyone from the New York Times to Snapchat’s Sweet channel) to judge the Graduate Fashion Week New Media Award a couple of weeks ago. (more…)
“I’m not at all excited. It’s an unimaginative marketing idea that will, if anything, kill off retail even quicker. It smacks a bit of totalitarianism. I feel it takes away the freedom of the buyer and herds the consumer even more into what is supposed to be hot and enforces the idea that instantaneousness is the new paradise. Individuality and choice are reduced. Where is the suspense, the patience, the surprise, the happy accidents? Where is the art, where is the risk, and where is the space for creation to flourish in the see-now-buy-now mind-set?”
Adrian Joffe nails it, Vogue
IMAGE: Thomas Lohr
